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NFL star Cam Newton the face of new Guy Laroche fragrance

BY Ryan Chavis

NEW YORK — L'Oréal USA's International Designer Collections Division on Monday announced the launch of a new Guy Laroche fragrance, Drakkar Essence. NFL quarterback and Heisman trophy winner Cam Newton has been tapped to be the face of the campaign.

"The ambition for Drakkar Essence was to open another segment of the market, the millennial generation," said Alexandre Choueiri, president of International Designer Collections at L'Oréal USA. "To embody Drakkar Essence, we were looking for a strong, young American athlete who not only excels in the sport he does, but who also can deliver more on an emotional level. Cam Newton's wit, charm, self-confidence, charitable action and sense of purpose are the attributes that make him so appealing to his fans, personifying the next evolution of the Drakkar brand."

The fragrance launch will be accompanied with a social media campaign, featuring exclusive video and photo content of Newton, who also will be featured in print and digital advertising materials. Newton, who is known for his signature superman pose, will encourage consumers to share their own poses using the hashtag #showyourpower.

"It's a huge honor to represent Drakkar Essence and be able to show the world my personality and style," Newton said. "The Drakkar Essence man is bold, strong, fashionable and confident. He is powerful and embraces the moment. When he walks into the room, he doesn't have to say a word — you don't know who he is or what he does — but you know he's important."

To take part in the #showyourpower campaign, consumers can visit Facebook.com/DrakkarEssence and use the handle @DrakkarEssence on Twitter and Instagram. For every social media submission using the #showyourpower hashtag,  L'Oréal USA's International Designer Collections Division will donate one dollar to the Cam Newton Foundation.

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Report: P&G exploring divestiture of as many as 100 brands

BY Michael Johnsen

NEW YORK — Procter & Gamble is exploring the divestiture of as many as 100 underperforming brands, according to a report in the New York Times published Monday
 
Duracell batteries and Braun shavers are the two largest assets likely to be divested, NYT reported, citing people familiar with the discussions. 
 
According to the report, sales of the brands under review collectively total as much as $900 million; Duracell accounts for $500 million in sales, and Braun accounts for $100 million. 
 
The potential brand sale has attracted several private equity firms, NYT reported. 
 

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Park City Group announces successful completion of proof-of-concept test

BY Michael Johnsen

SALT LAKE CITY, Utah — Park City Group on Monday announced the successful conclusion of a test with a large retailer and several suppliers in a high-traffic category using Park City Group’s services.
 
Park City Group is a software-as-a-service provider that brings visibility to the consumer goods supply chain, delivering actionable information that ensures product is on the shelf when the consumer expects it to be. Park City Group's services enable customers to "Sell More, Stock Less and See Everything."
 
The test was conducted with several of the retailer’s suppliers in a key fresh category with rapid inventory turnover. Participants experienced sales increases trending up to 7% for the retailer’s private-label product line and a 50% reduction in waste, validating that the participants delivered the right product just in time. Results from the test showed significantly improved product turns, providing fresher product for the consumer. Suppliers also saw operational savings from reduced “emergency deliveries.”
 
“Based on outstanding results of the test, Park City Group was able to clearly deliver on its brand promise of enabling the suppliers and their partner retailer to 'Sell More, Stock Less and See Everything,'” stated Randall Fields, chairman and CEO. “The retailer is actively endorsing our approach across the category.”  
 

 

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